By Sahil Patel
Be On, AOL’s branded content unit, has struck a deal with comScore to use the firm’s Validated Campaign Essentials (vCE) product for global campaign measurement and reporting.
comScore vCE will provide Be On with campaign insights ranging from audience verification to brand safety and ad viewability. Additionally, vCE will deliver in-flight campaign reporting and daily alerting for Be On.
Be On, which belongs to the AOL Networks portfolio, will join companies such as Microsoft and Conde Nast that have also integrated with comScore vCE.
The branded content unit says it selected vCE because of the product’s ability to integrate campaign metrics, specifically reach and frequency, GRPs, and audience composition, into Be On’s own internal performance data.
AOL, maybe more so than any of the top web video providers, has embraced digital versions of the GRP model in its negotiations with buyers. The company’s AOL On offering uses Nielsen’s OCR product to guarantee audiences across its online programming.